At the 9th World Wine Tourism Conference held on October 6 and 7 in Plovdiv, Bulgaria under the aegis of the United Nations, the German University of Geisenheim unveiled the results of its World Wine Tourism Report 2025. From a mere niche activity, wine tourism is now a key driver of rural development and the profitability of wine farms, offering a breath of optimism to a sector in search of prospects.

There was a time when wine tourism was limited to a simple tasting in the cellar, sometimes extended by a visit to the cellar. Not anymore. According to the findings of the World Wine Tourism Report 2025 conducted by Professor Gergely Szolnoki and his team at the University of Geisenheim, around a quarter of the turnover of wine farms is now attributable to tourism activities. Of course, tastings and visits to facilities are still at the heart of the offer, but increasingly innovative initiatives are gradually being imposed. Whether it's outdoor activities (walking, cycling, or even scooter rides, etc.), hosting motorhomes or private events, workshops in the presence of the winemaker or online or accommodation proposals, professionals compete with each other in their imagination to enhance the attractiveness of their offer.

A global study to understand a changing sector

It is precisely the proliferation of solutions offered and the evolution of the sector that prompted Professor Szolnoki and his team to carry out a study of 1,310 wineries in 47 countries on all continents. "It sets the stage for better understanding consumer expectations and for designing innovative strategies," says the researcher. Indeed, despite the rise of wine tourism, the team identified a lack of international data to monitor trends and better inform policymakers and companies upstream of decision-making. To address this shortcoming, the University of Geisenheim has partnered with UN Tourism, the International Organisation of Vine and Wine, the Network of Great Vineyard Capitals and WineTourism.com to launch this new research initiative.

Rejuvenation and internationalization

The study offers a breath of fresh air about the economic reality of wine tourism and its prospects. Indeed, two out of three wine companies report that the wine tourism activity is profitable, or even very profitable. In addition, while the most represented demographic group remains the 45-65 age group, the 25-44 age group is becoming more and more present. Finally, while more than half of the visitors come from the country where the company is located, 42% of them are international visitors, testifying to the potential scope of this sector of activity.

Significant disparities

Logically, the developments are heterogeneous depending on the regions, countries and companies concerned. While demand is increasing in Europe – only 17% of companies report a drop in activity – outside this area, a decline is noted by 41% of players. Whether this is due to the extent of the existing offer outside Europe, and therefore to increased competition, the report does not say. The fact remains that the share of turnover generated by wine tourism is higher in third countries than in Europe. The report also shows the heterogeneity of the profiles of the companies concerned: the number of visitors varies between 10 and 250,000 for an average of 1,500.

Social networks and storytelling at the heart of development

The benefits of wine tourism are widely perceived worldwide. So much so that a quarter of the farms that have not yet launched wine tourism activities intend to do so, half of them soon. However, it is not a long, quiet river, judging by the comments collected by German researchers. The difficulties in recruiting staff and the lack of time are cited by those who are not yet present in this niche. Accessibility issues and regulatory barriers, including health and safety requirements, are also barriers to overcome. Nevertheless, wine tourism is finding a growing echo among consumers in search of authenticity and niche experiences. The report notes the development of culinary offerings, eco-friendly practices and outdoor activities, as well as a growing rate of engagement on social media. If innovation is placed at the heart of the prerequisites for developing the competitiveness of wine tourism, it involves social networks and digital channels and "storytelling", which make it possible to recruit new customers and to differentiate oneself. More than half of the companies involved in this activity also focus on food and wine pairings and collaborations with local companies, with sustainable development also occupying a prominent place.

A strategic asset in the face of the crisis

Whatever the options chosen, respondents agree on the crucial importance of wine tourism in their business model. Based on this, half of them plan to invest more in it and nearly two-thirds believe that wine tourism can serve as a valuable tool to strengthen their resilience in times of crisis.

Source:Vitisphere